Starting October 7, the South Korean government will implement the "K-Brand Government Certification System" to counteract the increasing distribution of counterfeit K-brands overseas. This initiative is part of a concerted effort led by the Korea Intellectual Property Office, under the leadership of Kim Yong-seon, to establish a robust defense against infringement.
According to the OECD, the global market for counterfeit K-brands is estimated to be around 11 trillion KRW, underscoring the need for a cohesive response to the issue, as individual company efforts have proven insufficient. The new certification system allows the South Korean government, as the rights holder of the national certification trademark, to collaborate with companies in combating counterfeit products globally.
Key to this initiative is the use of trademark rights, a form of intellectual property protected under international treaties. If the national certification trademark is counterfeited abroad, the South Korean government will assert its rights within the bounds of local laws.
Companies wishing to use the national certification trademark may do so voluntarily, enabling them to affix the mark to their products. The authentication technology, developed by the Korea Minting and Security Printing Corporation using advanced techniques, will be integrated to enhance the difficulty of counterfeiting. Overseas consumers can verify the authenticity of K-brand products easily by scanning the national certification trademark using their smartphone cameras without requiring additional app installations. The South Korean government will analyze scan data to identify counterfeit distribution areas, utilizing this information for enforcement efforts in collaboration with local authorities.
A total of 31 companies, including Samyang Foods, Amorepacific, and the Korea Ginseng Corporation, have applied to participate in this program. Companies using the national certification trademark will have access to an information collection system for genuine and counterfeit products. Small and medium-sized enterprises will receive support for authenticating technology adoption with potential funding of up to 200 million KRW per company. Additional support measures from related entities include discounts on export insurance premiums through the Korea Trade Insurance Corporation, bonus points for participation in export fairs organized by KOTRA, and special sales opportunities through the Korea International Trade Association.
Promotional activities targeting overseas consumers will be intensified, including the production of promotional videos featuring K-pop stars to be distributed through international platforms like YouTube and TikTok, fostering a culture where consumers scan the national certification trademark "K" to confirm authenticity.
The capability for investigating and combating counterfeit products overseas will also be enhanced. To this end, the Korea Intellectual Property Office will deploy specialized personnel to Interpol and is committed to taking proactive measures against large-scale counterfeiting of K-brands. The government will continuously advocate for strengthened enforcement actions, including investigations and customs holds, utilizing its network with foreign governments. This approach aims to establish a comprehensive protection system for K-brands abroad, linking government certification, consumer verification of authenticity, and international cooperation in investigations of counterfeit goods.
Kim Yong-seon, head of the Korea Intellectual Property Office, emphasized that K-brands represent not only corporate assets but also a precious resource created by the passion and challenges of the South Korean people. He assured that the South Korean government will steadfastly support its companies to ensure they do not suffer unfair losses from counterfeit products and to enable K-brands to be trusted and chosen anywhere in the world.
